Charles Hurst said this investment will add a further 20 jobs to a 100 strong team at its new location at the former Diageo headquarters on Boucher Road.
The new, enlarged team will be led by newly-appointed Head of Business, Norman Fraser.
The stunning 40,000 sq. ft. showroom, which features metallic cladding and frameless glazing to the exterior, is specifically designed to feature the two premium car brands in dual stores that simply connect at a glass-fronted entryway.
The striking design elements are key components in the brands’ global corporate identity programme currently being rolled out globally by Jaguar Land Rover.
The new futuristic space showcases more cars in a space built from high-end materials and includes lounge-style waiting areas, an interactive ‘kids’ zone’, complimentary wi-fi and a barista bar.
Dediated handover bays have been created at the showroom, which also benefits from more customer parking, while a new ‘paint and trim’ area provides customers with a dedicated space to browse and choose colour options to suit their style. A new high-tech drive-in service centre has also been included.
Charles Hurst Group Operations Director, Colin McNab, said: “The new showroom at Boucher Road is a first for Northern Ireland and will provide our customers with a first-rate premium sales and aftercare experience that not only reflects the ground-breaking design, passion and inspiration of Jaguar Land Rover, but which pushes boundaries and challenges perceptions.
“The £8 million which we have invested locally reflects the huge strength of our commitment to these world class, innovative brands and our pledge to provide the very best for our customers and staff.”
The UK’s largest automotive manufacturer is already pioneering a new way of buying cars across its global network, using Virtual Reality (VR) so that customers won’t need to wait for newly-launched vehicles to arrive in their local showroom.
Part of Lookers Plc, Charles Hurst Group is Northern Ireland’s largest automotive retailer, representing 20 automotive brands across seven sites, offering customers across Ireland the most comprehensive choice of new and used vehicles, parts and servicing. Founded in 1911, its Belfast headquarters encompasses a 20-acre retail site, making it the largest automotive park in Europe.